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INVISTA rolls-out LYCRA fiber consumer campaign
21
Oct '14
INVISTA, one of the world’s largest integrated producers of fibers and polymers and owner of the LYCRA® fiber brand has launched its new consumer campaign, the roll-out to markets around the world of which began in September.

INVISTA said this visually exciting initiative and associated co-branding and merchandising opportunities is being shared with trade partners at a new business-to-business website which went live on October 6, 2014.

The new consumer campaign is the outcome of a two-year, multi-market research program and its LYCRA® MOVES YOU™ theme reinforces the emotional link millions of consumers have developed with the brand and its association with comfort and personal freedom across a wide range of garments.

The world-class campaign conceptualised and produced by Sapient Nitro includes dynamic visuals shot by globally renowned photographer - Rankin, who likens the freedom and energy his models depict to the unique characteristics of LYCRA® fiber.

The stylish TV and digital channel commercial has been directed by award-winning film director Philippe André.

Denise Sakuma, Global Director of LYCRA® brand says, “We are excited to start a LYCRA® brand movement at both trade and consumer levels globally.”

She adds, “The LYCRA® MOVES YOU™ campaign is the perfect message platform to communicate for the first time to consumers that LYCRA® is a brand of a fiber and the magic component gives wearers fit, comfort and the freedom to move.

“With our new campaign we are making the LYCRA® brand and fiber visible to consumers physically, emotionally and creatively."

The added value and benefits of LYCRA® fiber will be conveyed to consumers through new hang-tags and brand imagery.

The iconic LYCRA® brand logo is supported by vibrant, versatile new imagery and designs in a range of stylish retail merchandising and advertising materials articulated through the campaign LYCRA® MOVES YOU™.

Bob Kirkwood - Executive Vice-President of INVISTA Apparel & Advanced Textiles observes, “Research shows that although awareness and respect for LYCRA® fibers is consistently high, consumers were sometimes confused about the multiple benefits it brings.

“The new brand architecture and positioning simplify and communicates the benefit propositions in ways that we believe will also increase levels of emotional engagement.

“The new LYCRA® brand positioning and architecture should enable downstream partners from yarn spinners to retailers to better leverage its differentiating value. They can view all the elements of the new LYCRA® MOVES YOU™ consumer campaign.” (AR)

Fibre2fashion News Desk - India

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